Identifying related information given content and/or presenting related information in association with content-related advertisements

Patent metadata

Field	Value
Publication number	US-9672525-B2
Application number	US-201213371570-A
Country	US
Kind code	B2
Filing date	Feb 13, 2012
Priority date	Feb 28, 2003
Publication date	Jun 6, 2017
Grant date	Jun 6, 2017

Abstract

The usefulness of content (target content), such as advertisements, may be increased by determining additional content and providing such additional content in association with the content. The target content may be text, a Web page, a URL, a search query, etc. The additional content might be related suggested queries (e.g. “Try a search for —————— ”), news articles (or excerpts or summaries thereof), reviews (or excerpts or summaries thereof), advertisements, user group messages, etc.

First claim

What is claimed is:

1. A computer-implemented method comprising:
receiving, with a computer system including at least one computer on a network, a request for an advertisement to be displayed on a Web page;
receiving, with the computer system, information about the Web page, wherein the information is received from a source other than the Web page, and the information is not included in content of the Web page, the Web page including at least one advertising area for an advertisement;
generating, with the computer system, an advertisement and additional content that is based on a source that differs from a source of the advertisement, the advertisement and the additional content being generated using the information about the Web page, the information received from the source other than the Web page, and information received from the source that differs from the source of the advertisement, wherein generating the additional content includes generating the additional content about a product or a service that is represented in the advertisement or a link to a webpage having content related to the product or the service; and
serving, with the computer system, the generated advertisement in the advertising area or in proximity to the advertising area, to induce display of the generated advertisement and the generated additional content related to the information, received from the source other than the Web page, about the Web page, in association with the Web page, on a user device, wherein serving the generated advertisement in the advertising area or in proximity to the advertising area comprises encapsulating the generated additional content within the generated advertisement.

2. The computer-implemented method of claim 1 wherein the information received from the source other than the Web page are search results.

3. The computer-implemented method of claim 2 wherein the act of receiving the search results includes:
generating a search query from the information received about the Web page;
sending the search query generated to a search engine; and
receiving the search results.

4. The computer-implemented method of claim 1 wherein the information received from the source other than the Web page includes a link to another Web page.

5. An apparatus comprising:
at least one processor; and
at least one storage device storing processor-executable instructions which, when executed by the at least one processor, cause the at least one processor to:
receive a request for an advertisement to be displayed on a Web page;
receive information about the Web page, wherein the information is received from a source other than the Web page, and the information is not included in content of the Web page, the Web page including at least one advertising area for an advertisement;
generate an advertisement and additional content that is based on a source that differs from a source of the advertisement, the advertisement and the additional content being generated using the information about the Web page, the information received from the source other than the Web page, and information received from the source that differs from the source of the advertisement, wherein generating the additional content includes generating the additional content about a product or a service that is represented in the advertisement or a link to a webpage having content related to the product or the service; and
serve the generated advertisement in the advertising area or in proximity to the advertising area, to induce display of the generated advertisement and the generated additional content related to the information, received from the source other than the Web page, about the Web page, in association with the Web page, on a user device, wherein serving the generated advertisement in the advertising area or in proximity to the advertising area comprises encapsulating the generated additional content within the generated advertisement.

6. The apparatus of claim 5 wherein the information received from the source other than the Web page are search results.

7. The apparatus of claim 6 wherein the act of receiving the search results includes:
generating a search query from the information received about the Web page;
sending the search query generated to a search engine; and
receiving the search results.

8. The apparatus of claim 5 wherein the information received from the source other than the Web page include a link to another Web page.

9. A tangible, non-transitory, storage medium storing processor-executable instructions which, when executed by at least one processor, cause the at least one processor to:
receive a request for an advertisement to be displayed on a Web page;
receive information about the Web page, wherein the information is received from a source other than the Web page, and the information is not included in content of the Web page, the Web page including at least one advertising area for an advertisement;
generate an advertisement and additional content that is based on a source that differs from a source of the advertisement, the advertisement and the additional content being generated using the information about the Web page, the information received from the source other than the Web page, and information received from the source that differs from the source of the advertisement, wherein generating the additional content includes generating the additional content about a product or a service that is represented in the advertisement or a link to a webpage having content related to the product or the service; and
serve the generated advertisement in the advertising area or in proximity to the advertising area, to induce display of the generated advertisement and the generated additional content related to the information, received from the source other than the Web page, about the Web page, in association with the Web page, on a user device, wherein serving the generated advertisement in the advertising area or in proximity to the advertising area comprises encapsulating the generated additional content within the generated advertisement.

10. The tangible, non-transitory, storage medium of claim 9 wherein the information received from the source other than the Web page are search results.

11. The tangible, non-transitory, storage medium of claim 10 wherein the act of receiving the search results includes:
generating a search query from the information received about the Web page;
sending the search query generated to a search engine; and
receiving the search results.

12. The tangible, non-transitory, storage medium of claim 9 wherein the information received from the source other than the Web page include a link to another Web page.

Assignees

• Dean Jeffrey A
• Bharat Krishna
• Buchheit Paul
• Google Inc

Inventors

• Dean Jeffrey A
• Bharat Krishna
• Buchheit Paul

Classifications

• G06Q30/0277 Primary

  Online advertisement · CPC title

• G06F16/951

  Indexing; Web crawling techniques · CPC title

• G06F16/9535

  Search customisation based on user profiles and personalisation · CPC title

• G06Q30/02 Primary

  Marketing; Price estimation or determination; Fundraising · CPC title

• G06F17/30864

  Physics · mapped topic